Fans thronged to the U.S. Cellular Center during the recent Mountain Oasis Electronic Music Summit. Here they are enjoying a performance by Pretty Lights inside the Explore Asheville arena.
(10-27-13)

To borrow a phrase often attributed to American humorist Mark Twain, past reports of the demise of the building formerly known as the Asheville Civic Center were greatly exaggerated. A string of recent events held at the rechristened U.S. Cellular Center illustrates in no uncertain terms that there's still quite a bit of life left in the grand old lady of Western North Carolina entertainment venues.

Take last month's Mountain Oasis Electronic Music Summit, which brought in an estimated 8,000 people daily over a three-day weekend for more than 50 musical acts including Nine Inch Nails and Gary Numan. About half of those attending the new festival came from North Carolina and adjacent states, while the other half ventured from across the United States and as far away as Mexico, South America, Europe and Japan, says Ashley Capps, the event's promoter.

The reverberations from the bells on downtown cash registers are just now beginning to subside after ringing up what Chris Corl, general manager of the U.S. Cellular Center, estimates as between $4 million and $5 million in additional business generated by those attended the Mountain Oasis music festival.

And that's just the latest in a long line of recent success stories for a building once given up for dead. Years of neglect, inadequate repair and renovation, and a lack of modern upgrades eventually rendered the old Civic Center a deteriorated shell of its former self.

Promoters began to look to other venues - including the larger, more contemporary Bi-Lo Center (now Bon Secours Wellness Arena) in Greenville, S.C. - for their events. The Southern Conference Tournament, which had called Asheville home for more than a decade, pulled up stakes and departed for greener pastures, in large part because of unsatisfactory fan experiences in the dingy Civic Center.

Thanks to nearly $9 million in renovations for the building by the city, the tournament returned in March 2012 to be greeted by a new roof, renovated locker rooms, refurbished seating, a new scoreboard, enhanced lighting and sound, and a brighter color scheme.

To the chagrin of some of the region's more independently minded residents, those improvements also attracted a corporate sponsor, as U.S. Cellular agreed in 2012 to pay $810,000 over five years (which could grow to $1.35 million) for the right to affix its name to the side of the building. Those dollars have been reinvested into improving the facility and marketing it to promoters.

And the investments are continuing. About $1.88 million in upgrades to the entrance, lobby, floor and lower-level restrooms were completed just in time for the Mountain Oasis festival. Those changes are part of $12 million in ongoing improvements.

In addition to major concerts, the improvements are attracting an eclectic mix of sports and entertainment options to Asheville, including a recent performance of "Ghost Brothers of Darkland County," a musical with a plot by Stephen King, music and lyrics by John Mellencamp and musical direction by T-Bone Burnett. It was one of only 22 stops nationwide for the touring show. This fall alone, the main arena has seen a preseason NBA game pitting the Charlotte Bobcats against the Atlanta Hawks, and the playoffs of a women's roller derby association.

Count us among those who are glad to see that the plug was not pulled prematurely on the former Asheville Civic Center. As businessman Jan Davis, City Council member, says, "Every great community needs a great community gathering place." Thanks to ongoing investments in the facility, our great community has just such a place once again.

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Rejuvenation helps Cellular Center thrive

To borrow a phrase often attributed to American humorist Mark Twain, past reports of the demise of the building formerly known as the Asheville Civic Center were greatly exaggerated. A string of